平淡、AI生成的帖子让LinkedIn今年成为众多网络笑柄的对象。该平台已经清楚地听到了用户对冗长、泛泛而谈、从未经过人工润色的信息的抱怨。
Bland, AI-generated posts have made LinkedIn the butt of many an internet joke this year. The platform has heard its users’ complaints about lengthy, generic missives never touched by human hands loud and clear.
随着AI让廉价、轻松地生成海量内容变得前所未有的容易，这种“低质内容”已经泛滥整个互联网。YouTube、Pinterest、Spotify等平台都曾试图限制用户看到的垃圾AI生成内容的数量。
As AI has made it easier than ever to create huge volumes of content cheaply and easily, that “slop” has flooded the internet. YouTube, Pinterest, Spotify and other platforms have all sought to limit the amount of spammy, AI-generated content their users see.
但LinkedIn受到的冲击尤为严重。今年早些时候在该专业社交网站上滚动浏览，可能意味着会被充斥着带有表情符号的项目符号列表、对“B2B销售”的引用，以及要求关注或评论以获取更多信息的帖子所轰炸。
But LinkedIn has been hit especially hard. Scrolling through the professional networking site earlier this year could mean being bombarded by bullet-pointed lists accented by emojis, references to “B2B sales,” and asks for a follow or comment for more.
一份由追踪网络AI内容的研究公司Pangram在7月发布的报告显示，LinkedIn上超过40%的长篇帖子是AI生成的，而X和Medium这一比例约为30%，在Reddit和Substack上则更低。因此，LinkedIn现在正在加大打击低质内容的力度。
A report published in July by Pangram, a research firm that tracks AI content online, found that more than 40% of long-form posts on the platform were AI-generated, compared to around 30% on X and Medium and a smaller percentage on Reddit and Substack. So now, LinkedIn is upping its fight against slop.
“我知道你认为你通过完美的项目符号列表和顶部的钩子在做正确的事情，并且你遵循了来自互联网上LinkedIn顾问的所有建议，”LinkedIn总编辑Dan Roth在接受CNN采访时说道，他负责该平台的内容策略。“但真正有效的是做人。”考虑到LinkedIn由微软所有，这句话有些讽刺意味。这家科技巨头一直在推动人们使用其AI工具进行从写作到编程的各项工作，并且它正面临来自OpenAI和Anthropic等公司的激烈竞争。LinkedIn此前曾提供AI工具来编辑或重写帖子，尽管它最近已经缩减了这些服务。
“I know you think you’re doing the right thing with your perfectly bulleted list and your hook at the top, and you followed all the advice from LinkedIn advisors across the internet,” LinkedIn Editor-in-Chief Dan Roth, who leads the platform’s content strategy, told CNN in an interview. “But what works is being human.”There is some irony in this, given that LinkedIn is owned by Microsoft. The tech giant has pushed for people to adopt its AI tools for everything from writing to coding, and it is up against steep competition from the likes of OpenAI and Anthropic. LinkedIn previously offered AI tools to edit or rewrite posts, although it recently scaled the offerings back.
但低质量的AI帖子对LinkedIn来说是一个商业问题。Roth表示，这些帖子都开始听起来一样了。
But low-quality AI posts are a business problem for LinkedIn. They all start to sound the same, Roth said.
如果用户看到太多泛泛而谈的 AI 发帖，而不是真正能教会他们什么或让他们对专业联系有更深刻理解的内容，LinkedIn 就有可能失去这些用户，转而去其他平台。
If users see too many generic AI posts, instead of content that really teaches them something or gives them a deeper understanding of a professional connection, LinkedIn risks losing them to other platforms.
今年 8 月，LinkedIn 推出了一项功能，让用户可以标记某条帖子“看起来像 AI 垃圾”，该按钮在上线的前两周内被点击了超过 100 万次。如今，公司正尝试利用自身的 AI 系统来帮助平台清除 AI 垃圾内容，并提醒 LinkedIn 用户如何像人类一样发帖。
In August, LinkedIn rolled out a button letting users flag when a post “seems like AI slop,” which was clicked more than 1 million times within its first two weeks. Now, the company is trying to use its own AI systems to help weed out AI slop on the platform and to remind LinkedIn users how to post like humans.
该公司组建了一支团队，主要由前记者和社交媒体专家组成，他们擅长识别泛泛而谈、粗制滥造的内容。这些专家帮助训练 LinkedIn 的 AI 模型，以辨认什么样的帖子才是真实且有用的。如果模型将某条帖子标记为低质量、AI 生成的内容，那么该帖子超出该用户直接人脉范围的传播可能性就会降低。
The company built a team largely made up of former journalists and social media experts who have an eye for recognizing generic, sloppy content. These experts help train LinkedIn’s AI model on what authentic, useful posts look like. If the model flags a post as low-quality, AI-generated content, it’ll be less likely to be distributed beyond that user’s direct connections.
此外，该策略的关键还在于一个创作者管理团队，该团队为高管、主题专家以及其他 LinkedIn 用户（其中许多人已经习惯于使用 AI 撰写表面看起来很精致的帖子）充当“内容治疗师”。正如 Roth 所说：“现在很多时候，他们会把帖子扔进 Claude 或 Gemini 或者其他地方生成，然后发到 LinkedIn 上，结果表现不好。接着他们就会来找团队，问：‘为什么这条帖子表现这么差？’” Roth 说。
Also key to the strategy is a creator management team that acts as “content therapists” for executives, subject matter experts and other LinkedIn users, many of whom have gotten accustomed to the convenience of using AI to write what, on the surface, appear to be polished posts, Roth said. “A lot of times now today, they’ll run it through Claude or Gemini or wherever, they’ll post it on LinkedIn and it will perform poorly. And then they come to the team and they’re like, ‘Why did this do badly?’”Roth said.
“而最好的做法是把它还给他们，问：‘你享受读这条帖子吗？你能在其中看到自己吗？’” 相反，该团队鼓励用户在发帖时接受不完美——比如用手机靠在咖啡杯上拍视频，而不是在昂贵的工作室里拍摄；或者即使想法不完整，也草草发一条帖子来开启对话。
“And the best thing you can do is give it back to them and be like, ‘Did you enjoy reading this? Do you see yourself in this?”Instead, the team encourages users to embrace imperfection in their posts — to make videos by leaning a phone up against a coffee mug, rather than shooting in an expensive studio, or to dash off a post to start a conversation, even if it isn’t a complete thought.
这些努力已经初见成效。LinkedIn 上月表示，其检测系统的改进使得被归类为 AI 垃圾内容的帖子观看量下降了 40%。
The efforts are showing early signs of success. Improvements to LinkedIn’s detection systems have resulted in a 40% decline in views of content classified as AI slop, the platform said last month.
这并不是说领英完全反对人工智能，罗思补充道，“不是每个人都是天生的沟通者。”但如果不编辑或个性化内容，那么它在平台上触达广泛受众的可能性就会降低。
That’s not to say LinkedIn is entirely opposed to AI, Roth said, adding that “not everyone is a born communicator.”But failing to edit or personalize content means it’s less likely to reach a wide audience on the platform.
“我们只是试图让人们更有人性，”他说。“这就是穿透噪音所必需的。”
“We just try to push people to be more human,” he said. “That is what is required to be able to cut through the noise.”